Final

Question 1

How does the concept of brand equity make a good company?

Answer 1

Customer loyalty, price premiums, flexibility to extend into new products/services.

Question 2

4 components of brand design

Answer 2

Promise, essence, target audience, brand personality

Question 3

Brand essence

Answer 3

Adj adj noun

Question 4

Brand personality

Answer 4

All adj

Question 5

3 sides of brand positioning

Answer 5

Brand essence, brand promise, brand personality

Question 6

Define brand essence

Answer 6

Heart and soul of a brand

Question 7

Define brand promise

Answer 7

Promise your company can keep

Question 8

Define brand personality

Answer 8

The adjectives that describe a brand

Question 9

Pick a celebrity and create their brand essence

Answer 9

Lana deal Rey : ethereal, lovely, queen

Question 10

Sources of brand promise

Answer 10

Organization; mission vision and values 
Organization; structure 
Performance; objectives and appraisal 
Products and services 
Operations, systems, and logistics

Question 11

5 ultimate goals of brand

Answer 11

1) decreased priced sensitivity
2) increased customer loyalty
3) increased flexibility to future growth
4) increased market share
5) increased stock price and shareholder value

Question 12

4 tools for advertising

Answer 12

Print
Radio
Billboard
TV

Question 13

Define brand extension.

Answer 13

Applying the existing brand to new products, services, or consumer segments

Question 14

Brand promise triangle

Answer 14

Self expressive
Experimental
Functionality
Only brand name delivers benefit in product/service category

Question 15

What is brand equity?

Answer 15

The commercial value of all associations and expectations